65. Product Usage as a Vanity Metric w/ Chris Hicken

Product usage is a vanity metric.

 

Actually, product usage is just one of 15 factors that companies should use to build a picture of their organization’s health. These belong in four “buckets” that show what to track instead to create a risk profile for each account (likelihood to renew or churn).

 

In this episode, I interview Chris Hicken, cofounder and CEO at ‘nuffsaid, about what tracking product usage is (and isn’t) good for.

 

What we talked about:

 

- 4 main buckets: Customer Maturity, The Product, The Experience, The Pricing

 

- Why the CS leader should own more go-to-market strategy in the future

 

- Considerations for product-led growth, sales-led growth, and marketing-led growth

 

- Why free and freemium may not be a good fit

 

- Considerations for going up market from SMB to Enterprise

 

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Creating and delivering better experiences for our customers is the single most important thing we can do today. Learn how Sales, Marketing, and Customer Success leaders create internal alignment, achieve desired outcomes, and exceed customer expectations in a personal and human way. The Customer Experience Podcast explores this challenge at various stages of growth as we all work together on the customer journey from acquisition to advocacy. Each episode features topics like: personal touch, human touch, customer journey, lifecycle marketing, sales process, customer service, customer success, raving fans, video email, video communication, B2B sales and marketing, personalization, automation.